Companies use video production companies for many different reasons, but the majority of the time the videos are used in marketing campaigns. There are a variety of different types of videos you can use to market your product or service, but one which has recently been growing in popularity is the viral video.
The aim of a viral video is to literally go 'viral' on the internet through sharing, and is most often passed on between people through social media sites such as Facebook and twitter along with email. Viral videos began to take off as the major video sharing sites such as YouTube grew in popularity, they rely on 'hooks' to keep and draw audiences watching them. This method of marketing is particularly useful for brand awareness, providing intrigue and hopefully curious watchers will follow through to a website before purchasing or investigating the service the company provides.
The structure and themes of a viral different are far different to one you might see explaining something or as a testimonial and while producing them video production companies have to be imaginative and creative to find a concept which will really catch on. They are often funny or even shocking - it needs to have a reason why you would want to pass it onto your friend to see. Quite often viral videos are completely accidental and happen through chance rather than intention at the time of recording.
Although viral video marketing is not exclusive to one particular industry, it seems to be rather popular in the music industry as it gives new and lesser known artists the chance to get their music across to the masses. If properly marketed on social networking sites it can prove to be an excellent way for a new band or act to get the first foot on the ladder. One music viral video from a Brooklyn based band called Atomic Tom made it into the top 10 popular viral videos in 2010 according to a popular blogging site. They filmed themselves busking on the New York City subway, using a smartphones and a battery powered portable speaker system. They not only entertained the commuters on the trains but also millions online as their video went viral.
Another market where viral videos are also popular is in the film industry - with teasers and trailers of new films attracting millions of views on YouTube. For instance, the trailer for the new Twilight film released this year (2012) had only been online for 12 hours before it had hit the 2.5 million hits mark.
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